The familiar (univariate) shrinkage estimator of a small area mean or propo
rtion combines information from the small area and a national survey. We de
fine a multivariate shrinkage estimator which combines information also acr
oss subpopulations and outcome variables. The superiority of the multivaria
te shrinkage over univariate shrinkage, and of the univariate shrinkage ove
r the unbiased (sample) means, is illustrated on examples of estimating the
local area rates of economic activity in the subpopulations defined by eth
nicity, age and sex. The examples use the sample of anonymized records of i
ndividuals from the 1991 UK census. The method requires no distributional a
ssumptions but relies on the appropriateness of the quadratic loss function
. The implementation of the method involves minimum outlay of computing. Mu
ltivariate shrinkage is particularly effective when the area level means ar
e highly correlated and the sample means of one or a few components have sm
all sampling and between-area variances. Estimation for subpopulations base
d on small samples can be greatly improved by incorporating information fro
m subpopulations with larger sample sizes.